Filipino Homes founder Anthony Leuterio has called on the Department of Tourism to adopt a more strategic global promotional campaign that positions the Philippines not only as a travel destination but also as a hub for long-term investment and residency.
“The country offers world-class attractions, but we’re not telling that story loudly or consistently enough on the international stage,” Leuterio said in a statement. “We must shift from attracting just transient visitors to cultivating global investors and long-stay residents.”
Leuterio said the real estate sector is central to this strategy, citing the role of private developers in reshaping local communities.
“Real estate companies are building more than infrastructure—they are also showcasing the Philippines as a premier place to live, invest, and visit,” he said.
He added that the Philippines continues to trail regional peers in international tourist arrivals, partly due to limited and fragmented promotion.
“Competing destinations like Thailand, Vietnam, and Indonesia have long invested in cohesive, well-funded campaigns that highlight their global appeal. The Philippines must do the same, with a fresh approach that integrates tourism with investment promotion,” he said.
Leuterio called for greater collaboration between the government and private sector to present a unified message abroad.
“Tourism is the lifeblood of our economy. But without strong coordination between the government and key industries, we risk falling short of our full potential,” he said.
Among the measures he proposed are enhanced global campaigns, support for tourism-related businesses, and integrated tourism corridors backed by closer cooperation among developers, hospitality groups, and policymakers.
“This is a national project. With the right policies and united effort, the Philippines can become not just a dream destination, but a thriving hub for global tourism, investment, and inclusive growth,” Leuterio said.
Business News Asia
